User calls indicated that Hotjar is good to have tool. Hence, the churn rate of moving from being a paid user of Hotjar to a free user of any other product is higher as the user sees it as a tactical tool to learn about user journeys
- Hotjar’s SEO strategy is strong and hence it appears on most Google searches and lists for user analytics tools. Users get hooked to the product usage, however, the current pricing is higher and most users move to Clarity as it is a free tool
- While companies see the value of Hotjar, it is not seen as a tool that can not be replaced by another
- Hotjar hence needs to improve on getting discovered, gain more trust in its target audience and continue to focus on conversions.
- As first step: we recommend changing the messaging for Hotjar to the below:
Perception to be built: Digital experience insights tool to help product teams create happy user flows and an improved bottom line.
Pitch: Hotjar is a product experience insights tool that gives you behavior analytics and feedback data to help you empathize with and understand your customers to impact your bottom line
